A Focus On Product Alone Results In A Race To The Bottom
David Meerman Scott
Author of 12 books including NEW RULES OF MARKETING & PR and WSJ bestseller FANOCRACY | marketing & business growth speaker | advisor to emerging companies
When organizations set out to provide a product or service, they typically make the crucial mistake of believing that they are only there to provide that product or service—as if they’re merely there to fulfill a transaction.
Is this the fastest, biggest, cheapest? Why should I buy your product instead of the other company’s offering?
Frequently, a focus on product attributes alone results in a race to the bottom with the inevitable price discounts and shoddy service. When you train customers to wait for Black Friday sales and other gimmicks, they buy on price.
This is not a way to build fans.
In a world where thousands of brands advertise for our attention every day, we’ve become numb to the many offers presented to us.
For the companies involved, breaking through is tough.
While it’s easy to get sucked into the arms race of offering more, faster, cheaper, bigger, these commoditized approaches open us up to another offering just a bit better.
Chief Experience Officer at billquiseng.com. Award-winning Customer CARE Expert, Keynote Speaker, and Blogger
2 年David, I didn’t just ?? like your post. I ? loved it! It's all about raving fans, not satisfied customers. Satisfied customers feel service is good, not better, just average. Nobody raves about average. And satisfied customers will leave when they find something better or less expensive. To your customers, your value is in the interaction, not the transaction. Customers don’t care how big you are. They care about how big you care about them. Think RELATIONSHIPS or Go Broke, literally. Thank you for sharing, sir. I appreciate you. As you are always, Be GREAT out there!
Master Curator Event Pros rely on me to book the most impactful keynote speakers | Event Strategist | Tennis Enthusiast | Pizzaterian | Globe Hopper
2 年The race to the bottom leaves me speechless. Beyond product, even in the service industry. It is the absolute inverse of what really appeals to FANS!
Brand Builder and Story Teller. Marketing VP; B2B Strategy and Execution.
2 年Pushing your product is a mistake; solving your customer's problems is where you can win. But this requires a detailed strategy - start with buyer personas/customer discovery, and build from there.
I Can Show YOU ? How To Use LinkedIn To Share "Your Solutions" And "WHY YOU" | How To Be Seen & Heard | "Curiosity Corner" Newsletter | #LinkedIn LIVE ? "Let's Talk" | SOCIAL MEDIA ADVOCATE ? #COURSECREATOR > #SPEAKER
2 年David Meerman Scott is timely as it seems more and more keep forgetting that it should NEVER be about us (product - service-etc.) BUT instead about THOSE, we can help.